We’ve all been there. We set aside time on a specific morning to present our client’s big announcement only to find that the news is dominated by a major story, such as President Joe Biden. announcing his re-election through a nostalgic video posted at 6 am
What are you doing? It depends on the nature of the news and how serious or shocking it is.
Sometimes the breaking news on everyone’s mind is tragic or terrifying. We’ve certainly had a rollercoaster of news over the past few years, from the murder of George Floyd to the outbreak of COVID-19 to Russia’s invasion of Ukraine and, unfortunately, much more.
Here are three questions to ask when deciding when to launch and when to wait.
Is the media outlet and/or reporter you are pitching covering the story?
If President Biden just announced his reelection and what you’re pitching for a client is for political reporters, they’re now covering that breaking news. Do not fire this throw.
If there’s been a school shooting in Atlanta and your submission is intended for the Atlanta Journal-Constitution’s education reporter, keep the press. You can’t pitch, at least for a week, if not longer.
However, if Biden just announced his re-election campaign and you’re pitching a line about welding in a construction trade, you’re fine.
In a gray area, let’s say another spy balloon is shot down over Phoenix and you’re throwing Bearizona to a lifestyle reporter at The Arizona Republic. Your suggestion for a roundup of “the best things to do near the Grand Canyon this summer” is probably fine. If you can wait a day or two before launching, that’s preferable.
Will you or your client sound deaf?
Even if what you’re pitching has nothing to do with breaking news and the reporters you’re pitching would never cover the story, will you make your client look ignorant if you send the topic?
For example, if you send a cheerful and slightly silly pitch about a new lipstick color inspired by a Pixar movie when everyone is consumed by the news of a new war, virus, shooting, etc., the best is to let mass consciousness take hold. a little before moving on.
It’s always important, as PR professionals, that we have a finger on the pulse of what most people are thinking and feeling on any given day. This helps us make sure we’re in sync with most people’s heads and hearts, so we can better meet them where they are.
Will waiting a day or a week compromise your client’s ad?
Finally, ask yourself if waiting to file this notice will compromise your ability to get coverage. If it’s not due on the same day as breaking news, definitely wait.
If it’s something that would be better to wait to present, but the client expects coverage sooner, explain to them that waiting will likely maximize their coverage, given the breaking news.
When in doubt, wait.
If you launch when everyone else in the world, including your list of journalists, is thinking about something else, you’ll waste your time and the client’s budget. And at worst, you risk being blacklisted or called out on social media by deeply offended journalists.
April White is CEO and founder of Relationships of trust.
